Localised product launch campaign integrating authentic culture and representation.
It had been 2 years since Notting Hill Carnival took place in London, so the needed to be commemorated. adidas decided that they would mark the occasion through a limited edition shirt with vibrant colours to pay tribute to the bold Caribbean & Jamaican patterns, they wanted to honour the Arsenal fan base which originate from this part of the world and have a strong presence in North London.
As part of the shirt release Adidas asked us to create a social film with Caribbean talent from our network. We landed on working with Dj Jordss, Founder of Girls Can’t DJ and Romario Chevoy, Stylist and Dancer. We created a film that touched on community, heritage and tied this all together with the crossover of football.